After much work and worry, your celebrity endorsement strategies have paid off. You receive a thank you note from Jennifer Aniston with regards for the lovely spa weekend you treated her to. Or you receive a photo from Brad Pitt wearing the suit you sent him. So what do you do next? Now that you’ve seemed to have landed the big kahuna, do you keep reaching out to new celebrities? Do you simply expect that Jennifer and Brad are going to now start talking you up every chance they get? In a word, no. It’s time to stop and leverage these new celebrity relationships in order to make the most of them. Otherwise, you’ll never be able to count on them to bring sales to your company and to promote your brand.
Want to hear the good news? Well, the good news is that the photo you received and the note you were sent are not hard to leverage. What do you do if it’s so easy? Well, attach the photo to an email. Despite the instinct to publicize the note, don’t. I’ll explain later in the post. Contact the press directly; again, an email blast is usually the best technique. After all, it is merely an abbreviated press release in the form of an email. A good email blast contains a subject line (keep this concise but include the celebrity’s name. This will immediately grab the media’s attention), a headline, a few sentences about how the celebrity is and has been associated with your product, a few sentences about your company and about the product or service, a photo of the celebrity carrying or wearing your product, and a signature with complete contact info.
When you are explaining the celebrity’s association with the product, be concise. Try to do so in four sentences or less. As previously stated, don’t forget to include a picture of the client wearing or holding the product. Seeing is believing. In your email blast, don’t include the note, for the note was meant for your eyes only. Any inclusion in a public display might be viewed as an invasion of privacy. Such an invasion might annoy the celebrity and cause a breakage in relationship.
Regarding the photo you send, do not send it as an attachment but instead make it part of the email photo. Gmail will allow you to embed a photograph directly into the body of the email. This is superior to an attachment since it is immediately visible and doesn’t require any clicking. If the photo isn’t yours, incldue a link to the website where you originally found it.
Without question, celebrity endorsements make an immense impact on consumer choices. You want to get the connection between your product and the celebrity out there so consumers can see it and so they can come back and buy your product. And e-blast, again, is an excellent first step toward doing that. You want the celebrity on your side, on the side of your product. Go out there and make it happen.